There was no big line snaking around Apple's Fifth Avenue flagship Friday to view the Apple Watch — and that left some shoppers scratching their heads.
"You see them on the telly — these big queues for the iPhone — but there's nobody here now," said British tourist Sarah Wright, just minutes before the doors opened at 9 a.m.
Later in the morning, Neil Patrick Harris showed up to lend some celebrity buzz to the proceedings.
But at the start only a few dozen fanatics showed up outside the plexiglass "Cube" entrance to Apple's Fifth Avenue location to get a first look at the new smartwatch — outnumbered, possibly, by reporters, camera crews and Apple employees.
That's a direct result of Apple's decision to sell the new watch exclusively on its Web site during the first two weeks of its launch — a new policy under Angela Ahrendts, who left the helm of British luxury giant Burberry last year to run Apple's retail stores.
"The days of waiting in line and crossing fingers for a product are over for our customers," Ahrendts told employees in a leaked internal memo this month. "Tell your customers we have more availability online, and show them how easy it is to order."
Maybe the clampdown on crowds was a little too successful. Apple's Fifth Avenue flagship — said to be the most profitable retail location in the world — looked overstaffed early Friday as customers began trickling in.
Shortly after the doors opened, many employees stood idle, including those responsible for demonstrating the watches. Some insisted on the pretense that making watches available to view wasn't easy.
"You have to make an appointment," said one when asked to take the lid off the box full of watches next to her.
Getting that appointment wasn't necessarily so difficult. Morning slots to try on an Apple Watch at the Fifth Avenue store were all booked on the company's site as of 7:45 a.m.
Nevertheless, Adi Yoffe, a trend-forecasting expert, said she booked a 9:15 a.m. slot shortly before the doors opened by asking a store employee.
After sampling a few models, Yoffe said she believed the Apple Watch was destined to be a success.
"It's like a fashion article, a piece of jewelry," Yoffe said. "Now I can be unique with a gadget."
"It's just as cool as I thought it would be," said 16-year-old Blaine Sieck, who showed up for a 9 a.m. demonstration, despite the fact that he had already gotten up at 3 a.m. to pre-order his online.
Lukas Gerey of Switzerland appeared less impressed as his companions hovered over Apple Watch display cases that had been installed at the store overnight.
"It's nice, but I don't need it," Gerey said of the Apple Watch as he flashed his Rolex GMT Master II, which retails for upwards of $9,000. "I've got the classic."
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